Текст №6. Retail advertising

Advertising is useful to both retailer and consumer. It enables the retailer to publicize his goods and his store, and it tells the consumer what products are available and where he can obtain them.

Some retailers prefer to emphasize the store name and reputation in their advertising rather than specific merchandise. The retailer who uses this kind of advertising strives to build a certain reputation for his store. He may inform the prospective customer of the excellent service, the convenient location, and the consistently high standards maintained by his store. In this way, he hopes to promote goodwill and to encourage the customer to feel that all his merchandise is of a desirable quality. Through advertising the retailer hopes to maintain a high turnover of his goods.

A great deal of effort and money is involved in the planning and production of an advertisement.

An advertising department must have a well-organized plan in order to be successful. Advertisements must be planned in advance and should be coordinated with the store's promotional policy. The store must decide what merchandise it will advertise, to which income group it will appeal, and which medium it will use to reach consumers.

The medium that a retail store uses depends upon the policy of the store or the kind of campaign the store is staging. For example, a store that carries high-priced goods might advertise in a magazine that appeals to consumers who have high incomes. A store dealing in clothing for teenagers might advertise in a magazine such as. “Seventeen”, or perhaps on a television program that appeals to teenagers.

There are a number of ways a retail advertisement may reach the prospective customer. Most retailers use news papers in which to advertise their goods, but some may use magazines, radio, television, circulars, electric signs, and such novelties as sky writing and match covers.

In order for advertising to accomplish its goal, it must be planned intelligently.

Notes:

1. advertising – it is a system of advertising

2. advertisement – it is one concrete advertisement

3. merchandize – товары

4. intelligently – разумно

5. medium – средство, способ

Активная лексика: to advertise, advertising, advertisement, retailer, to be available, to obtain, to cost, to accomplish, goal, merchandise, to maintain, turnover of goods (goods turnover), to produce, producer, production, prospective customer, convenient location, to promote, quality, to be successful, in advance, promotional policy, income, to appeal, to depend on, to consume, consumer, consumption.

Упражнения:

I. Найдите в тексте эквиваленты следующих словосочетаний:

Быть полезным как…так и…; быть в наличии; рекламировать имя магазина; создать магазину репутацию; потенциальный покупатель (заказчик); высокий уровень услуг; удобное размещение (местоположение), поддерживать высокий уровень товарооборота; планирование и производство рекламного объявления; для того чтобы; планировать заранее; политика продвижения товаров; покупатели с высоким уровнем дохода; товары по высоким ценам; планировать разумно.

II. Ответьте на вопросы по тексту:

1. Whom is advertising useful to?

2. What are possibilities of advertising?

3. Why does retailer need advertising?

4. Why does consumer need advertising?

5. Is advertising an expensive business?

6. What is the main purpose of advertising?

7. Does advertising maintain turnover?

8. What do retailers advertise?

9. Why do retailers advertise the store name?

10. What is the difference between “advertising” and advertisement?

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